The philosophy of entrepreneurship has evolved over time, shifting from cultivating a business to pursuing a higher purpose. With business and job markets turning more perilous, it often becomes onerous for SMEs and MSMEs to find the required exposure. The scenario has given rise to branding paradigms, setting the stage for others. At The CEO Story Magazine, we have always had a soft spot in our hearts for such businesses and leaders. The following article sheds light on one such branding agency, Grasshoppers India.
Grasshoppers was founded by Arjun Banerjee, a branding evangelist with era-defining market expertise. In today’s market, where it’s all about survival of the fittest, such leaders play a critical role. His stewardship is assisting enterprises across verticals to become off-the-shelf players in an increasingly volatile market.
PLANTING THE REBELLIOUS IDEA
Carving out a creative communications agency in the early millennium was no walk in the park. But then again, Arjun has always been the ‘rebel with a cause.’ Born in Maharashtra, he has travelled the length and breadth of the nation, gathering exposure and studying various disciplines. During this epic quest, he went from being a zilch paid market research executive to a salesperson in a growing Fortune 500 firm to a rookie at an advertising agency to emerging as a creative director in one of the erstwhile top 10 agencies. Coming this far was fruitful because it spurred him to establish his own business. He realized that nothing could be more gratifying than shaping others’ ideas. But he always thought of a completely ‘one for all and all for one’ team where one could walk in to discuss ideas with no hesitation. Thus, Grasshoppers came into existence!
He set sail in 2002, paving the path for a creative platform that ensures sustainable growth for young buds. However, running a business is a one-of-a-kind challenge altogether. Marketing and communication are an extremely competitive space full of big sharks handling bigger brands. But this wasn’t a deterrent. They realized that the need of the hour was to ‘train people by trained people.’ With the support of some experienced hands, the team quickly gained confidence in their ability to take on the heavy guns. From there, Grasshoppers has ventured into making a sustainable difference to businesses across verticals. Molding 2 decades of excellence, it has built an exceptional presence in Healthcare, Education, Technology, Hospitality and many such sectors working for the industry stalwarts.
ON AN EVOLVING CURVE
As the wise men say, you can’t worship different deities with the same flower. Similarly, Grasshoppers never employs a “one-size-fits-all” strategy. They are always striving to be adaptable and tailor their approach to the client’s goals and budget. This grants them a unique edge with both domestic and foreign clients. The company is also attuned to digital emergence. The dawning of the digital age and increasing demand for virtual presence led to the christening of GrownUps, their digital wing. Arjun’s vision to turn dreams into reality resulted in the birth of GreenThumb, their PR division. He also pioneered the launch of Gramin, their outreach arm, which collaborates with NGOs on awareness campaigns, including in-depth research, concept development, design and execution.
Aside from tailored strategies and innovations, the company has a very flexible, value-driven culture with dynamic employees. However, that hasn’t always been the case. Arjun explains, “Although our ethos remains the same, we are seeing a shift in the talent pool, with more people looking for quick cash and less contributing to growth.” This was quite a struggle, as they later discovered that many of the people were craving stability and security, which their previous agencies and start-ups did not provide. Nonetheless, Arjun has always been a multi-adjective leader. He is ambitious, hardworking, life-loving, considerate, and sensitive. Under his guidance, Grasshoppers has built an atypical hierarchy system to churn out ideas faster, thereby landing more clients. Arjun believes that one should be adaptable to change, and his thought processes are significant to making Grasshoppers, what it stands for.
ADAPTIVE TO CHANGING TIMES
While Grasshoppers has achieved a firm position, its journey has not been without its share of trials. In reality, the company has gone through several waves and tides over the last two decades. However, this simply strengthened its fortitude against uncertainties. The pandemic, in all its ferocity, disrupted business dynamics and resulted in widespread attrition. Having the strategic experience, Grasshoppers remained vigilant. They steered the ship with new strategies (remote work), keeping their crew safe while avoiding pay cuts and even layoffs. Their clientele stood behind them too, as they needed a reliable ally in these trying times. “What could be more gratifying than a client putting their faith in us to deliver and pull them out of the doldrums?” And that is truly our reward, which is priceless compared to the tangible ones showcased!” Arjun happily declares.
A DEFINED TEAM, A DELIBERATE LEADER
Cultivating a forte in tailored strategies, Grasshoppers has carved a niche in a disruptive market. As an integrated communications company, it not only serves brands but also clients who want to be known as one. The team onboard is young but well-versed in handling clients from all walks of life. And they are continually coming up with innovative branding solutions customized to the emergent and individual business challenges.
In the end, Grasshoppers reflects what Arjun strives to be as a leader. He likes investing in young guns who can be groomed to face the new world with unlimited possibilities and thus be prepared to expand in times of another changeover. He never pretends to be a problem solver. Instead, he listens to his people and gives them a free hand to execute what they have in mind. In fact, he spends most of his time with his team, steering and reviewing their ideas, instead of sitting in his cabin. This promotes openness and authenticity, with a focus on a friendly culture and work-life balance.
NOTABLE MILESTONES ON THE SHELF
Grasshoppers is now a reckoning ad agency offering complete creative & strategy, digital marketing, PR and outreach solutions. Outweighing challenges and addressing emerging business needs, the company has put many feathers in its cap, like ‘Laadli,’ one of its notable campaigns for girls, won the “National Creative Excellence Award for Social Change” and the “Zee Awards” for its ‘Save the Elephant’ campaign, amongst others.
Over the decades, exploring places and interacting with various kinds taught him life, and he ventured into making a difference in the lives of the mountain folks, where he resides occasionally! He harnessed organic farming and made a brand called OmShiveda, thus creating employment opportunities for the local villagers, especially during the pandemic. Since shuttling between cities and mountains of Uttarakhand has become his lifeline, what would have been better than launching a concept café for the weary travelers amidst the mountain highway NH109? And he named it Eleven – The Lounge Café, complimenting his birthday & month!
Arjun and his team are still scouting the market, developing solutions, and searching for new avenues to help brands expand. We congratulate them on their continued success in turning aspirations to reality.
An Adventurer’s Advice
As you grow older, you will discover that you have two hands, one is for helping yourself and the other for helping others.
